In the global World there are businesses that can benefit from their national identity. But first of all — what is a national identity and can a pharmaceutical company reinforce the sense of belonging? I was very surprised when I couldn’t find a single specialized publication and only one newspaper article (published in FT: “Does a company’s national identity matter?“, October 2010) that focuses on national identity in the pahrmaceutical industry (there are couple of specialized articles that identify the phenomenon though) and its effects.
Firstly, let’s agree on common terminology that comes into use here.
- National identity of a company: the perception of national belonging that we perceive of a company from it’s name. For example: the mental impression from the name “British Airways” is that it is a British company.
- Branded pharmaceutical company*: a pharmaceutical company that traditionally produces and markets its products under brands. For example: Gilead markets it’s hepatitis C drug under the brand name Sovaldi (INN name: sofosbuvir).
- Generic pharmaceutical company*: a pharmaceutical company that traditionally produces and markets its’ products under no recognizable brand name. For example: Mylan markets it’s anti hypertension drug (INN name: atorvastatin) as Atorvastatin Mylan.
*Brand name is identified as separate vehicle to transport meaning.